General Mills-owned Old El Paso has been announced as the official meal kit of Team GB in the run to the 2024 Paris Olympics with gold medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE and Tom Dean MBE participating in the campaign.
The partnership’s first campaign, named #FajitaFriYayChallenge aims to tackle food insecurity as Britain battles through the ongoing cost-of-living crisis.
The launch came as the results of a hunger and food waste charity, FareShare revealed that 90% of the associations and community groups that rely on it have seen their services affected by the current crisis.
As part of the partnership, Old El Paso and Team GB have donated an initial 10,000 fajita meal kits to the charity, and are now inviting the public to help them double that donation through a social media activation, with users sharing their best ‘Fajita FriYay’ moment on the platform of their choice.
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“We’re excited to announce this partnership with Old El Paso, and we look forward to working together as we continue along the road to Paris,” British Olympic Association commercial director, Tim Ellerton said.
“Bringing the nation together for the journey is really important and kicking off the partnership with this campaign represents a brilliant opportunity to reach families around the UK as well as helping to support those in need.”
General Mills spokesman, Mark Brown: “We are honoured to have Team GB role models like Laura, Max, Helen and Tom join us to shine a light on this initiative and we’re excited to get the wider athlete community involved as well as our fans’ participation to dial up even more meal kit donations.
“Our #FajitaFriYayChallenge marks the start of our journey in our partnership with British Olympic Association, coming together ahead of the Paris 2024 Olympic Games to ‘bring good noise’ with Team GB so stay tuned for what’s next.”
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